Earlier in the year, PopChips ran an extremely successful social media campaign seeking out a “VP of Pop Culture.” With one of the most social-media savvy celebrities, Ashton Kutcher, on board, PopChips was able to not only award a winner, but create huge buzz, visibility and excitement about their brand.
Contest overview:
- Must “like” Facebook page to enter
- Ask fans to submit 90 second video showing why they’re the best candidate for “VP of Pop Culture”
- Encourage them to have their friends vote for their video (via also liking the page)
- Votes narrow down the top three, then Ashton Kutcher chooses the winner
- Specific “terms and conditions” page created
- Create a YouTube page specifically for the brand/this promotion
Strategy:
- Involve a celebrity – Ashton Kutcher – who will select the winner
- “Pop culture” is something any/everyone can relate to, so it’s universally applicable to a wide audience
- “Pop” (culture) is also a play on the name of their product
- Winner receives an actual job that pays $50,000
- Endorsement on TV shows (Jimmy Kimmel)
- Having videos on YouTube also allows for additional online exposure
- Create silly/fun videos as well
Numbers:
- YouTube:
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- Channel views: 127,165
- Total upload views: 783,803
- Subscribers: 1,193
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- Facebook:
- Fans: 112,708
- Contest entrants: 236
Nice campaign brief!
Those numbers are pretty good!
Those numbers are pretty good!
Fantastic case study to share with us. Thanks!
Cool promotion, thanx Deb!
Yum, love these!
It is actually an awesome idea for a campaign. Takes on a life of its own!
You lucky girl. I know you actually met him. How was it?
Great recap of the campaign and good work with this blog. Look forward to reading your other stuff. 🙂
He was really cool! He seemed genuinely interested in peoples’ ideas and what they had to say.
Food for thought, not sure how to translate it into nursery education where parents tend to shun publicity for their children, for very good reasons!